they are sharing the #o #optoutside, photos of themselves climbing and mountain biking with family and friends which is what they love to do. >> i can see this working for rei, for the silicon valley companies all about the staff experience. generally speaking, is it going to catch on with more mainstream companies? >> i'm not sure. it's hard to say. i know that the outdoor segment is really loving it. there's another example, padigonia. >> similar company. it's a for-profit company, but they have these types of values. >> this year, it's donating profits to an environmental non-profit network. that's kind of interesting. they are still making sales on black friday, but they are donating all their profits to an environmental non-profit. >> it's not all money grubbing. good to see you. thanks so much. >> thank you.